Experts recommend that entrepreneurs investing in new start-ups should focus on products or services which serve a utilitarian function or solve a problem for people in order to cash in. For example, the men’s wallet market has plenty of competition and there has been barely any room for growth means of entry for new companies for years. That is, until a few start-ups stepped into the market, offering a wallet that solved the biggest problem in the daily life of men: a bulky, unattractive, annoying, pocket-filling wallet. Companies like TGT (Tight) and Elephant Wallet offer revolutionizing designs that are not luxury products – they are sleek designs and solve the bulky wallet problem most guys today reject.
The reason I mention this example is that any product which solves a problem for people has a much higher potential of success than mere luxury products. In the world of fashion and luxury goods, consumers seem to forget themselves and desire overrides necessity. In fact, consumers are so invested in the beauty and fashion industries that experts predict the beauty market will reach $675 billion by 2020. In fact, the average woman spends two years of her life applying makeup, and on a day-to-day basis spends about 55 minutes on her appearance (LuxuryDaily).
- Women in the U.S. use 12 products daily but only buy a single item at a time
- Asian women use 18 products daily and buy three to five items at a time
- The average British woman in her lifetime will spend nearly $139,000, or $2,786 per year, on cosmetics
- Women in Australia spend an average of $3,603 annually at spas and on personal care
You can understand the need for beauty brands to reach consumers – the numbers speak for themselves. There is a pot of gold at the end of the beauty market.
Top 3 Reasons Beauty Bloggers are Gold For Beauty & Fashion Brands
Visuals are everything in the beauty world (think: demos)
Your beauty or fashion brands hires models to show off products. If I had to take a wild guess, your company probably also invests money into content for a product demo, whether we are talking about a lipstick, a hair product, or a dress. The content might be in the form of a photo series, Vine clips, Periscope live demos or YouTube videos. Instagram is a hot platform for the beauty industry as well.
Beauty bloggers , also known as beauty influencers, show off beauty and fashion products (depending on their niche within the industry) all day long. It is their job to put on lipstick and post Instagram selfies wearing the latest shade of NARS. They also write up reviews on products – most often sponsored and paid reviews.
Consider brands who count makeup artists as professional partners. Such brands may reap better results from a marketing campaign by partnering with a well-known vlogger or top female influencers who already has an established audience that cares about that vlogger’s content and recommendations.
2. The numbers are real
Beauty Blogger are active every day, and the reputable ones have daily follower growth, an expanded presence, and a positive appeal that not only impacts their followers but is a huge benefit for collaborating brands.
“Today, vloggers are reaching millions of followers and views compared to the professional makeup artists and Beauty Blogger brands themselves,” she said. “The top-of-the list Beauty Blogger are present on all the most important channels, have an audience reach of 26 million on average and speak in the local language of their audience.
“On the other hand, the professional makeup artists are not even present on all channels, do not interact one-on-one with their fans given their status, are mostly from English-speaking countries and could be quite intimidating for the young digital customer-base. This sets a hurdle between a brand, its spokesperson and its influence on the final purchaser.” (LuxuryDaily)
3. She’s the girl-next-door
For the most part, Beauty Blogger begin their careers as hobbies. The majority of Beauty Bloggerand vloggers are not experts off the bat and do not need to be. They start by creating videos or writing articles on the latest beauty products and trends. Many expand their topics to include skincare, hairstyle, fashion, and lifestyle. Eventually, “the girl-next-door” finds her niche in the broad beauty marketplace and cultivates a voice.
When 92% of people base their purchasing decisions on recommendations from friends, family, and even strangers – before considering brand-direct recommendations – brands are foolish when they don’t capitalize on Beauty Blogger influence.
Ambika Zutshi, CEO of Fashionbi, Milan, shares her expert perspective, “[Luxury brands should] be open to explore and experiment with this fast pacing phenomena of beauty blogging in the digital marketing space,” Ms. Zutshi said. “Today’s customer is more practical and knowledge-hungry. She analyses, explores and researches before investing money into a product.
“All those who can satisfy these customer demands first with the most innovative ‘food for thought’ strategies and with a more relatable down-to-earth personality will win,” she said.